STOP!1. Remove your blinkers.

2. Set your ego aside.

3. This is not about you.

What’s in a name?

No less than

everything(Right, Ken!)

Do:

Top 10% of all companies - ever.

Don’t:

Waste your time and mine.

The What

Definition

Values

Purpose

Definition

Two choices:

a) Everything to everyone

b) Something to someone

Why?

If you don’t know who you are…

neither do we.

Values

Be human.

Have emotions.

Find your voice.

Why?

Because we are too.

Purpose

What you contribute

NOT get.

Why?

It makes you meaningful

and sharable to others.

Benefits

Market with consistency/effectiveness

Be shared to earn WOM/goodwill/loyalty

Contribute to generate profit

Where to start?

2 options:

1. What you do (how you act)

2. Who you are (how you sound)

Warning!

Outward in

NOTInward out

What to own?

Emotional

high

ground

What to sell?

What the buyer wants

NOT what the seller has.

How to do it?

1. Paper the walls

2. Interrogate

3. Reduce

4. Research

5. (Re)Design

6. Stop

B2B

Authority

B2C

Humanity

Market Realities

Emotions are your currency

Business is irrevocably social

Top down control lost to bottom up community

Technology changes, values don’t

Shared values leverage community

Expand self-interest to include greater good

Look to community for profit, IP and longevity

Clear?

To leverage community commit to a purpose

that serves the greater good based on

authentic core values.

Yoda Moment 1

Technology is teaching us to be human again.

Yoda Moment 2

When you own the relationship

you own everything.

Yoda Moment 3

Companies will be distinguished by

the quality of their listening.

Branding and Naming

It not what you do, it’s who you are.

How do I know I got it right?

Reverse

Elevator

Pitch

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